The future of research for advertising

This article discusses digital advertising, in terms of what it assumes, how it works and how it can be measured.

The future of research for advertising

Jane Bloomfield and Greg Nyilasy

It is a commonplace that we are in the middle of a major revolution of advertising media and the advent of the digital era has changed all the rules of advertising.

If so, it has wide-reaching implications across all areas of marketing, communications and research.

The evolution of advertising is well documented. From the 'more you tell, the more you sell', product-led days of Claude Hopkins, with rational benefits driving short-term behavioural action; moving on to not simply informing but appealing, with Bill Bernbach arguing that 'telling...

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